"This State of the Industry report, sponsored by IntentIQ, explores how brands, agencies, publishers and retailers are targeting audiences and building more transparent and measurable identity strategies. From publishers and media companies to brands and agencies, industry players are navigating a fragmented and rapidly evolving digital landscape - making identifying and targeting audiences more complex and essential than ever. As marketers and publishers look to improve targeting capabilities, they have faced accuracy challenges with traditional IDs and strategies, as well as with ID-less environments."
"For this new State of the Industry report, Digiday and IntentIQ polled 91 brands, agencies, publishers and retailers to learn how their audience targeting and identity resolution strategies are evolving. Only 21% of survey respondents reported being "very confident" about their ability to accurately identify and reach their target audiences across digital channels. The report explores how stakeholders are identifying and reaching audiences, as well as their priorities in terms of data and transparency."
Ninety-one brands, agencies, publishers and retailers were polled to assess evolving audience targeting and identity resolution strategies. Only 21% of respondents reported being very confident in their ability to accurately identify and reach target audiences across digital channels. Organizations continue to rely on traditional IDs such as third-party cookies and device identifiers, while adoption of alternative IDs is rising. Fragmentation across identifiers, environments and data sources is impairing data connection as cookies and mobile IDs disappear. Publishers are working to preserve and activate first-party data without compromising privacy or scale. Lack of a unified identity spine hinders frequency capping, reach measurement and attribution.
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